Posts tagged “gostudio”

We were excited recently to see the New York Times review of Belkin’s GoStudio portable audio recorder. We led some early user research with target customers that informed Belkin’s overall strategy for this product.

Among other things, our work revealed that people didn’t associate the iPod with the high quality audio they expected a recording device to deliver. As well, the iPod is rarely seen an ingredient technology for another experience; rather most accessories add on to the iPod, and convey that message through form, finish, interface, and even their overall story. We identified that Belkin had two paths they could go by: either embrace the iPod (as in iHome and other iPoddy products) or deny the iPod (and create their own visual and task language). It’s great to see that Belkin’s final design emphasized the aesthetics of professional audio gear. In fact, the New York Times picked up on this embrace/deny tension in their headline: Another Use for the iPod – As a Memory Card.